KFC: how the colonel crossed the road
An object lesson in how a leading brand turned a potential public relations disaster around
When the unthinkable happened and KFC in the UK had to close its stores because chicken supplies dried up, its image was badly battered. Consumers were crossing the road to Burger King and tweeting about it.Desperate to hang onto its legions of fans, KFC issued a statement which said: "The colonel is working on it ... Hope to see you in our restaurants soon."Incensed fans began taking desperate measures. Some contacted the local police, demanding an intervention, prompting the constabulary to tweet: "Please do not contact us about the #KFCCrisis; it is not a police matter if your favourite eatery is not serving the menu that you desire."This fiasco was destined to become a sombre business school lesson in how not to manage a supply chain.But just when all seemed lost, KFC winged it and transformed the crisis into a public relations opportunity with a full-page advertisement in UK newspapers The Sun and Metro.Agency Mother London’s brainwave was to rearrange KFC into FCK, and place...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.